ExchangeWire | October 25, 2023
AlgoriX and LiveRamp have announced a multifaceted partnership to accelerate the cookieless transition for the digital advertising ecosystem. AlgoriX will enable global customers of its demand-side platform (DSP) and supply-side platform (SSP) to transact on LiveRamp’s RampID, as well as incorporate LiveRamp’s Authenticated Traffic Solution SDK into the AlgoriX SDK to accelerate the mobile app ecosystem’s deployment of Authenticated Traffic Solution.
More than 450 of the world’s leading advertisers activate campaigns on RampID through LiveRamp’s data collaboration platform. AlgoriX joins more than 165 DSPs and SSPs that have integrated with LiveRamp’s solutions globally, enabling reaching high-value audiences at scale and delivering personalized experiences across browsers, mobile devices, and CTV.
As advertisers look to address signal loss on mobile, authenticated inventory offers a powerful solution that can deliver results for publishers and marketers that often surpass what they were generating with cookies and mobile device IDs, said Frederic Liow, AlgoriX SVP for revenue growth & strategy. LiveRamp has helped lead the market in advancing authenticated identity as a viable alternative to help the ecosystem prepare for a post-signal loss future, and integrating our solutions will provide a powerful boost to our customers and developers.
Additionally, AlgoriX will incorporate LiveRamp’s Authenticated Traffic Solution SDK into the AlgoriX SDK, enhancing the offering for developers looking to accelerate their success in the mobile and in-app advertising space. Leveraging AlgoriX’s SDK, these developers can now quickly leverage and deploy LiveRamp’s Authenticated Traffic Solution, increasing the addressability of their opted-in app users, and improving monetization of their inventory.
“Consumers in APAC are mobile-first, which made it a natural fit to partner with AlgoriX given their history as a leader in the region and in the mobile app space,” said Travis Clinger, SVP, activations and addressability, LiveRamp. “LiveRamp has proven it can drive results for mobile developers, and as the market experiences more signal loss, with these new partnerships there’s no excuse for stakeholders to delay benefitting from the superior results authenticated identity can drive.”
AlgoriX is an independent global media and technology company. Backed by investments from top international venture capitalists, its core team is equipped with years of experience from global leading internet and ad tech companies. Through our team’s expertise, AlgoriX is able to bring to our partner's best-in-class technology solutions and know-how to effectively scale their revenue and deliver results.
EIN News | September 13, 2023
Alliant, the leading transaction-driven audience company, today announced the launch of a brand-new set of industry-leading audiences covering TV subscriber and viewership categories, paving the way for advertisers to deliver targeted advertising based on consumers’ streaming habits.
The launch includes more than 250 audiences modeled from subscription and viewership data in combination with real transactional, demographic, and lifestyle insights. Alongside Alliant’s existing offering of more than 2,000 audiences, advertisers now have access to a growing number of TV-specific audience solutions for use across major platforms in programmatic, addressable TV, social, direct mail, and email channels.
New categories within this launch include subscribers by service, audiences based on streaming subscription behavior such as loyalists and switchers, and known/deterministic TV viewership by genre, movies & shows, smart TV manufacturer, and more.
“Streaming TV has permanently altered consumer behavior and changed the media landscape, and advertisers are eager to find new forms of data that help them monetize the shift,” said Donna Hamilton, Chief Innovation Officer, Alliant. “Alliant is thrilled to expand upon our audiences to offer a more comprehensive set of TV viewership segments that can help advertisers navigate these new and emerging behaviors. By opening the door to subscriber and viewing habits, we can help brands align their products with certain content preferences, while also opening the door for the streaming services themselves to better reach their customers or lapsed subscribers.”
Alliant’s TV segments are available across all major data exchanges, TV Platforms and DSPs, including LiveRamp Data Store, Beeswax, Freewheel, Cadent, Madhive, and The Trade Desk and can be pushed to any MVPD, Programmer, or Broadcaster.
Join Alliant at the Advanced Advertising Summit as part of NYC TV Week.
Alliant is trusted by thousands of brands and agencies as an independent partner bringing a human element to modern data solutions. The Alliant DataHub — built on billions of consumer transactions, an expansive identity map, advanced data science and high-performance technology — enables marketers to execute omnichannel campaigns with responsive consumers at the center. Data security and privacy have been core values since day one, and we continually validate our people, processes, and data through meaningful certifications such as SOC2, IAB Tech Lab Data Transparency, NAI Membership, NQI certification from Neutronian, and quarterly quality scoring with Truthset.
Ad Tech and Martech
ExchangeWire | October 17, 2023
Today, VIOOH, the leading premium global digital out-of-home (DOOH) supply-side platform in partnership with Yahoo Advertising has released a whitepaper examining the potential outcomes of including programmatic digital out-of-home (prDOOH) within multi-channel campaigns.
As outlined in VIOOH’s annual State of the Nation report, a key request from advertisers is to understand how prDOOH fits within multi-channel campaigns, and how to best measure its impact. Analysing a series of case studies, the report outlines the best way for advertisers to maximise multi-channel campaign impact through the inclusion of prDOOH. Findings indicate that prDOOH’s inclusion in multi-channel media plans can drive more attention, boost engagement, and improve overall campaign effectiveness.
Two key outcomes are clear:
1: Including prDOOH in a multi-channel media plan adds incremental value to the return on investment (ROI) of the digital media mix due to the priming effect - DOOH plays an important role in preparing consumers for conversions during re-engagements on other channels.
2: prDOOH as a channel can boost offline outcomes in terms of sales and footfall as a result of its ‘attention-grabbing’ characteristics and flexibility as a programmatic medium.
The report also outlines how advertisers can optimise targeting, increase brand awareness, and drive consumer behaviour offline and online by leveraging the strengths of both broadcast and digital channels to deliver ROI.
Helen Miall, CMO at VIOOH said, This whitepaper has been prompted by a significant increase in demand for prDOOH from advertisers, and a desire to understand how it can best be used alongside and within multi-channel campaigns. This report highlights its potential for delivering effective campaigns across upper and lower funnel tactics, and how prDOOH can be successfully combined with individual media to drive campaign effectiveness.
Alice Beecroft, senior director, global strategy & partnerships at Yahoo said, “In today’s digital media landscape, programmatic digital out-of-home provides advertisers with the crucial ability to adapt in real-time. This adaptability is essential for effectively engaging their audience within a comprehensive omnichannel campaign. The results in the whitepaper show how prDOOH as part of the digital marketing mix drives incremental value where a connected bridge is formed with other channels to reach consumers wherever and whenever it matters most.”
VIOOH is a leading premium global digital out of home supply side platform.
Launched in 2018 and with headquarters in London, VIOOH’s platform connects buyers and sellers in a premium marketplace, making OOH easily accessible.
Led by a team of digital OOH and programmatic tech experts, VIOOH is pioneering the transformation of the OOH sector, championing its role in enhancing omni-channel digital campaigns through the use of programmatic capabilities and data. VIOOH currently trades programmatically in 19 markets, with more to follow.
Advertiser Campaign Management
Business Wire | September 11, 2023
LG Ad Solutions, a global leader in connected TV (CTV) and cross-screen advertising, today announced the appointment of Michael Hudes as its new President and Chief Executive Officer (CEO). Hudes will also serve as a member of the company's board of directors.
Hudes is a visionary leader with a distinguished career spanning multiple companies in the digital and CTV advertising ecosystem, bringing to LG Ad Solutions an unparalleled breadth and depth of industry expertise across all digital screens.
Prior to joining LG Ad Solutions, Hudes was a co-founder and Chief Commercial Officer at Zenapse. He has also held prominent roles in several leading organizations including Lyft, YuMe/RhythmOne, Clear Channel, and Organic, marking a significant impact in the digital and advertising landscape during the course of his career.
“Michael's rich experience and proven track record in the digital and CTV advertising sphere makes him an invaluable addition to the LG Ad Solutions leadership team,” said LG Ad Solutions Board Chairman Matthew Durgin, Vice President at LG Electronics USA. “We've witnessed the strides the company has been making under the existing executive leadership team and we expect to accelerate this momentum even further with Michael at the helm.”
Hudes’s appointment comes at a crucial juncture for LG Ad Solutions as the company continues to solidify its position as a CTV industry leader.
“I am both thrilled and honored to join LG Ad Solutions during such a transformative period for our industry,” said Hudes. “The opportunities ahead for LG Ad Solutions are vast, and I am deeply committed to steering the company into its next chapter of scale, innovation and industry leadership. Working alongside the talented team here, I am confident we can architect a future that defines success in the CTV and cross-screen advertising domain.”
Prior to Hudes taking this CEO appointment in a permanent capacity, Adam Sexton was Acting CEO and COO.
For more information on LG Ad Solutions, please visit https://lgads.tv/
About LG Ad Solutions
LG Ad Solutions is a global leader in connected TV and cross-screen advertising, helping brands find hard-to-get unduplicated reach at optimal frequency across the fragmented streaming TV landscape. We bring together LG’s years of experience in delivering world-class smart TVs to consumers worldwide with big TV audience data and Video AI designed to connect brands with audiences across all screens.